Name: Claire Hoyle
Job title: Head of marketing local brands (Goodfella’s & Aunt Bessie’s)
Company: Birds Eye
What was your first job? My first proper full time job was my university placement year. I worked for Unilever as a trainee category analyst. It was the best introduction to the fmcg industry and I was so lucky to have been given the opportunity. It really shaped my future career as I spent the following eight years there and made friends for life too.
What’s been your worst job interview? Probably when I interviewed for a role at a confectionery company. I hadn’t had the time to finish my presentation so I turned up with it half complete. Not my finest hour but it couldn’t have gone too badly as they still offered me the job!
What was the first music single you bought? That’s easy, Spice Girls – Wannabe. I was a huge fan. Girl power.
How do you describe your job to your friends? I lead the marketing for two of the UK’s most iconic frozen food brands – Goodfella’s and Aunt Bessie’s – which means I get to blend strategy, creativity, and a bit of nostalgia to keep them front of our shoppers’ minds. Whether it’s launching a new product, landing a campaign that makes people smile, or figuring out what Brits want to eat next, I’m in the thick of it.
”It’s part psychology, part storytelling, and part making sure we never run out of Yorkshire puddings”
What is the most rewarding part of your job? There’s nothing quite like the buzz of seeing our new products finally hit the shelves. After months of collaboration, creativity, and hard work from the team, it’s incredibly rewarding to see shoppers put your products in their trolleys.
What is the least rewarding part? When we launch a new product that flops. Thankfully, I haven’t had too many of those!
What is your motto in life? Control the controllables, everything else will sort itself out.
If you were allowed one dream perk, what would it be? I’d love to travel the world trying all the different cuisines and working out which ones are going to be the next big trends.
Do you have any phobias? I once saw an episode of Casualty where a moth had found its way into someone’s ear and stayed there for days, fluttering. I’ve been scared of them ever since.
If you could change one thing in grocery, what would it be? I’d reimagine the frozen aisle to reflect the incredible diversity of the category – making it a warm, inviting place shoppers are drawn to and want to visit while in store. Oh and provide reusable freezer bags in shopping trolleys.
What luxury would you have on a desert island? Probably a bottle of hot sauce. Everything tastes better with a bit of spice.
What animal most reflects your personality? A swan. Calm and graceful on the surface but paddling manically below the water!
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What’s your favourite film and why? Am I allowed to say Goodfella’s? For obvious reasons.
What has been the most embarrassing moment in your life? I was in a BBC documentary about Girl Guides when I was 11 called Chiff Chaff Chums. I still cringe when I think about it now.
Which celebrity would you most like to work with and why? I’d love to work with Andi Oliver, she’s the perfect combination of interesting, intelligent, fun, kind, entertaining and of course she’s a real foodie. I bet there’s never a dull moment when she’s around.
What would your death row meal be? It would have to be a really spicy curry. With all the extras; poppadoms & pickles, bhajis, naan bread, and loads of cold lager to wash it down with.
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